The aim of writing this report is to critically assess what is McDonald's approach to quality management from Customer, Franchise and Employees perspectives. Furthermore to clarify how they control service recovery, measure delivery and specifications through CSO index and Staff development programme. Also to identify 3 gaps operating quality with tips how they bridge it. The other goal of writing this record is to apply the Juran's theory of service quality to McDonald's.
TASK1.
Definition of Quality:
Feigenbaum has described Quality as: "The total amalgamated product and service characteristics of marketing, engineering, make and maintenance through which the product and service used will meet the expectation by the customer. (Oakland. J. S, 2005)
According to Philip B Crosby: "Quality is thought as conformance to requirements, not as goodness or elegance. "
(Oakland, J. S. )
Three stake holders of McDonald's
Franchise
Employees
Customer
Franchise
Franchise system is the trunk bone of McDonald's success. Quite simply multiple reasons that McDonalds' has had the opportunity to increase so quickly and achieve its reputation brand reputation has been its effective franchising business model permit the company to increase quickly both domestically and internationally. Franchise systems having even procedure has made the McDonalds restaurant one most standardized on the globe. Not only do all McDonalds sick and tired to own same products offering, they intend to offer same food experience for all of its customers. No real matter what area of the world you are in.
McDonalds franchise network is the world's proceeding fast food string with an increase of than 30, 000 restaurants serving 52 million people in 119 countries with 1020 restaurants in the U. K of those stores, More than 70% percent of restaurants are franchise.
Franchise have live up the firms expectation and brand benchmarks by giving good quality service, quality food, clean restaurants and happy customers are very important to McDonald's.
How franchise must live up with brand standard in the next qualityareas:
Hygiene
Food security policy
Health and safety Policy.
Hygiene-: McDonalds been ruler in fast industry it has take special health care of food and hygiene. Management needs to be very strict on hygiene because it has to provide millions of customers. McDonalds' have highest obligation to our customers to ensure that they are not expose to any risk of infection or illness. It really is must to very employees to clean their hands before you commence work, on go back from a meal period of time, after using the toilet, after carrying out cleaning work, after touching face or hair, trash walk, taking delivery or other activities where they may become dirty ( remember you cannot always see dirt and grime). Aswell as this, side should be wash should be washed every hour or every 50 % if employed in the grill area. glove are available in restaurant for use whilst accomplishing cleaning tasks.
Sickness reporting policy:- All food handlers have a responsibility to your employees and customer not to work if they are experiencing food poisoning, or suffering from the warning sign of food poising i. e. vomiting or diarrhoea. If you're experiencing these symptom employees will not be allow to work again until no indication for 48hr period. Inability to article such conditional can be an offence under the meals safety regulations and could lead to prosecution as well as being classes for example of gross misconduct. Hygiene and safety team is available in restaurant.
Food safe practices policy:- McDonalds' operating steps are specifically to ensure high quality safe food.
These strategies must be honored by any means time, in particular:
Food should never used if it's past its use by or best before date.
Food must not be offering if the keeping time has expired.
The appropriate equipment and utensil should always be used for each and every task.
Food equipment, utensils and planning area must be retained clean using Clean As You go (CAYG) techniques.
and finally, if something is not right e. g freezer is too warm or device is faulty, it ought to be report the manger immediately. Food should be always look carefully while preparing to serve, if it is not right it should not be serve and should be reported to managers.
Health & Basic safety Policy
The Franchisee is committed to minimising the chance of damage, ill-health and problems for employees, customer and visitor. This will be achieve by analyzing our procedure and ensuring all necessary system are in place, and resource available, to give a safe and health work system are set up, we should all work together to identify risky and do something to eliminate them. Much like other facet of our business we will be wanting to regularly improve our performance. This will involve calculating against standard and reviewing progress on regular basis.
Customer objectives and perceptions
McDonalds - I'm caring it.
McDonalds Offers- Once you think of fast food, First thing in mind comes is McDonalds'. People expect high criteria from McDonalds. Every single product use to make a burger to full food comes best value standard. Whenever person order meals in McDonalds he expect good and quick service with hot food. Food will be hygienic properly dress and safe to eat. From burger, fries, salad, chilly refreshments to hot drink every product will be fresh. Employee taking order will usually greet u and will be always friendly. Customers enjoy just meals in our restaurant. I m caring it'll be on very customer brain when ever their think about McDonalds.
Importantly, employees need to find out just what customers, both internal and exterior, expect of them. Communication should be as complete and specific as it can be, since employees in each work group want responses they can work upon to boost performance in each job. General reviews from customers (e. g. they need no faults or no errors) is less useful.
McDonalds has recognised that grievances, enquiries or positive responses from customers are important pieces of information. When used properly issues can help us fine-tune our business and meet our customers' need. It is these insights that help the business to keep moving forward.
Employees
Barriers to quality for employees:-
High labour turnover.
Work pressure.
Training and development.
Labour turn over in McDonalds'
McDonalds' is considered as very high labour start company. Major reason behind it is that it offers about 70% of staff as part timers employees. Staffs are program according to active time especially on Friday, Saturdays and Sundays. Workplace takes full advantage of students who are working part time. Learner does have any chose rather work part time according to program. Most of students aren't satisfied with job so their move to another job if there gets one. Visa and end of student course is also big issue behind high labour turn over, because when ever international students finish off with his course has to move to their country.
Work pressure:-
Working in McDonalds' is high pressure job especially peak time during breakfast time and lunch time. It is busiest place to work in junk food industry. we acquire all get older customers, not only in restaurant but drive thur as well. Employees have give attention to delivering great degree of QSC&V is the best way to achieve 100% customer satisfaction:- Quality, Service, Cleanness, Value.
High labour transforms over causes work pressure because employers have package with tons of new personnel and on job training. This leads dilemma between forward and kitchen personnel. Front personnel doesn't obtain food at right time from the kitchen which can brings about bad service. Management has to deal with less personnel on floor which raises work pressure per personnel. Staff also have work long shifts to fill gap between personnel.
Training and development
Once Crew Associates have been recruited, they need to attend a pleasant reaching at their chosen restaurant or recruitment centre. This assembly will last one hour and was created to engage and advise new starters. It will involve viewing a Dvd and blu-ray which gives important info about the company, and also permits manager/new starter conversation. The second part of the orientation is a compulsory online Health & Safe practices and Food Safe practices test that the new beginner completes in their own time. The first move commences with a head to of the store highlighting key Health & Safeness and Food Safety procedures. It is strongly recommended that should carry on for the first two time of the change.
Staffs recruited have to exam of stop where there be working at for example Leading, kitchen or rear room person. Addititionally there is on job training to guide the new personnel with floor director.
TASK 1 (II):
Customer Satisfaction Opportunity Index (CSO) in McDonalds.
What is client satisfaction opportunity index (CSO) ?
Whenever customers choose McDonalds they expect hot & fresh food offered effectively and quickly in clean restaurant by team/ professionals that are friendly and mindful of their needs. Our customers are showing us in noisy and clear words that whenever they visit McDonalds they expect us to deliver on every one of the element of Quality, Service and Sanitation (QSC).
Through evaluation from both inner and exterior data it has been identified that there are five critical QSC individuals of customer satisfaction. You will find things customers want to see us deliver on every visit.
Quality- hot, fresh and safe to eat products
Fast/quick- total experience time under 5minutes
Accurate- receive everything purchased including condiments
Friendly- friendly and attentive service with effective communication
Clean- dining area well taken care of, clean toilets and employees.
To evaluate how McDonalds restaurant are interacting with these critical individuals company had created the CSO index. The CSO is the percentage of sessions that miss one or more of the critical drivers of customers' satisfaction. This act as a barometer on how well restaurant is meeting the customers prospects when they visit restaurant. Understanding this gives balance into how rate our own performance on steps that are essential to us as a corporation and how are rated directly from the customer.
CSO is calculated based on the amount of mystery shop visits that miss a critical drivers question. If one or more critical individuals are skipped, the unknown shop visit is only counted once. for example If 100 unknown shop visited are conducted and 40 of them have one or more crictical drivers skipped the CSO will be 40%.
The goal is to diminish the number the number of visit that are missing a critical drivers. Lower CSO % better performance.
Ref-: www. mcdoanld. ac. uk
Mystery shopper
Mystery guest appointments mcdoanlds restaurant double a month to check CSO point. Unknown guest results is not only is good for franchisee to gain benefits over other restaurant to attain or to extend company by adding other restaurant. Good end result can also result in into add-ons for professionals.
Key factors Mystery guest looks into when visits the restaurant.
Greeting/farewell - He bank checks if employees or mangers he talk to were polite and friendly or not?
Attentiveness - he checks if employees/ mangers arrived in contact were attentive to customer or not.
Effective communication- he checks communication with team member was clear and easily realized.
Service timing- food should be serving in within 5min of the order.
Accurate food and drink- Right order should be taken. Food and drink should be provide with correct sauces.
Correct condiments- Have employees supply the customers the correct napkins and straws/ stirrers?
Hot & fresh sandwiches- Was mel serve hot and fresh and did it style good.
hot and salted fries- were the French fries provide hot, salted and crisp or your potato product hot and clean and did they flavour good?
Clean restaurant interior- was the within of the restaurant clean?
Crew Development Programme
Initial Training- When staff is recruited he trained on following standards to achieve the first star. Crew has to clear the written test to order to achieve the first legend.
Cleanliness & basis.
hygiene & Food safety
Health & safety
Cleanliness
security
hospitality
2nd level.
Quality training
In quality training staff is trained on pursuing food standards, which may be on job training as well training in class during the quality class. Crew have to clear this stage to clear to attain 2nd celebrity.
Buns & dressings
grilled product
fried product
prepping products
toasted Deli sandwiches
stage 3rd
Service classes
Employees have to attend service school ones per month to boost standard of service quality regarding beverage serving, food portion and hospitality to be able achieve the 3rd star.
On moving the test crew is honor with superstar which is display the badge, which show performance the team.
TASK1(III):
Service quality gap
Gap 1.
When claims do not match genuine delivery
Day begins very early in McDonalds' Denham. Been drive thur restaurant we start serving breakfast at 7 a. m, We get a lot of car in drive thur morning hours as many people are rushing to office buildings or work. Customer expect quick service with hot and hygiene food because McDonalds' is well-known for its good service. Problem begins when morning transfer staff don't turn up promptly. Management have to manage with less staff. Ones order is taken in front kitchen personnel have to provide food within 3min which is relating to McDonalds' service standard. If forward staff are not able to serve order with in 3min, customer are advise to sitting and also have to the automobile the park if in drive thur and also have wait for there food, It could happen at times that order can be skipped out and customer will be looking forward to more time which can lead to bad service.
Change over problems-: Denham McDonald provides breakfast time from 7am to 10:30 am but change over from breakfast time to main menu start at 10:15 just 15min before main menu. Staff have 15min to organise the restaurant for main menu. kitchen personnel have to work really quick to set up the grills, 3 of out 4 grills are close for cleaning process. Through the active time restaurant have management in one grill. So time it isn't possible to provide food which is necessary. Customers have to suffer from due to improve over. Customer needs best service from McDonalds' but some time it doesn't happen. McDonald cannot bargain with food safe and hygiene standard.
Gap 2.
The difference between customer notion and expectation
McDonalds is well know not limited to excellent service in restaurant but also for drive thur. Customer travelling in car don't have to get down area the automobile have their meal. McDonald have managed to get possible by drive thur. Now without taken long break one can have food in car within 3min of order. And McDonalds' have live up to customer expectation by quick service. People do take away food for home. McDonalds do provide fresh and hot food each and every time but by the time that food reach its vacation spot it become chilly. McDonald should provide containers where food can be stay warm. We do receive complains of food not been warm over time, we cannot spoil mood of customers so we must provide fresh food when complained.
Gap 3.
Communication gap
One can get friendly and quick service from McDonalds'. Its is important that employees have good communication within to provide quality service and dependence on customers. Customer are attracted to different kind McDonalds' menu. To be different from its competition McDonald try different food and make changes every 1. 5 month for the promotions, but customers have their selections what there want we've made it within service time.
For example:- Customer purchases Big Mc without sauce or mozzarella cheese we have to make the special order to make our customer happy. McDonalds' understands problems of customer as some customer may problem with a few of the substances so we've make specially those to make sure they are happy. Communication between forward personnel and kitchen is necessary to full load the necessity. Before it was difficult provide especial order at right amount of time in drive thur we had to park the automobile for especial order. Providing order within service is merely if there is good communication between drive thur staff and kitchen in occupied times. McDonalds attended up with most advanced technology by giving micro fone or mind be seated. Now kitchen personnel have especial device in there ear so there can hear every orders and be ready before time. McDonalds' is bridging difference between communications.
Task 2.
Quality Gurus
Joseph M. Juran
Joseph M. Juran made many contributions to the field of quality management in his 70+ active working years. His book, the Quality Control Handbook, is a classic research for quality engineers. He revolutionized the Japanese beliefs on quality management and in no small way worked well to help form their economy in to the industrial innovator it is today. Dr. Juran was the first ever to incorporate the individual facet of quality management which is known as Total Quality Management.
The procedure for growing ideas was a continuous one for Dr. Juran. Top management engagement, the Pareto principle, the need for widespread training in quality, the definition of quality as fitness for use, the project-by-project method of quality improvement--these will be the ideas for which Juran is best known, and everything emerged eventually.
Ref:- http://www. skymark. com/resources/leaders/juran. asp
Similar Dr W Edwards Deming, Joseph Juran is an international applauded quality guru, highly influencing Japanese processing practises. His notion that "Quality does not happen unintentionally" gave go up to the quality trilogy:
Quality planning
Quality Control
Quality Improvement
And the Key steps in putting into action company-wide tactical goals are:
Identify customers and their needs - both interior and external - and work to meet those needs
Create measures of quality, set up optimum quality goals and organise to meet them
Create processes capable of interacting with quality goals in "real" working conditions.
In the 1980's Joseph Juran acknowledged that the common approach to total quality management - quality awareness campaigns and slogans - had not been effective as they did not have element, and there is no short slash to quality. He is convinced quality must at the top, grating senior managers who consider training is made for junior individuals.
Ref-: http://www. mftrou. com/joseph-juran. html
Quality in McDonalds
Our customers are our business. Without them we'd haven't any reason to open up our door. Therefore our goal every minute of every hour is to make our customers feel happy who stopped at McDonalds. We do this by concentrating on:
QUALITY- McDonald's is well-known for quality and keep standard high utilizing the finest ingredients with the help of the biggest asset of the company the employees in setting up and offering the tastiest food by following procedures that they are trained.
SERVICE - Service is most beneficial you think like a customer. A caring and respectful attitude and a sincere smile do the maximum amount of to bring the customers back again as the best food in the food.
CLEANLINESS - Our customers expect and have earned a spotless restaurant. But its not and then make a good impression. A clean restaurant is a safe restaurant. Its very employees job to keep carefully the restaurant clean and hygienic.
VALUE- Exactly what is a value? It's the total experience our customer have it our restaurants, from the meals service, to the dinning area environment, to the price they pay. Its what we've been know.
Delivering great level of QSC&V is the ultimate way to achieve 100% client satisfaction.
ref- (McDonalds Franchisees Staff Handbook)
McDonalds Identify customers and their needs.
McDonald's big amount of regular customers in the market. To build long term business it's important to retain people once they have become customers. McDonald's receives different kinds of customers.
Parents with kids - Visit McDonald's to give the children a delicacy.
Children - Want to visit McDonalds as it a great place eats.
Business customers - Visit McDonald's during the day as service is quick, the food likes great and can be eaten in the without influencing a busy working arrangements.
Teenagers - Are drawn by the saver menu which is affordable and the internet access available in restaurant.
(www. mcdonals. co. uk)
CONCLUSION
Overall, I would say that a company requires a quality model in order get rid of the defects totally from the organisation. And to learn if the business has any defect either in staff performance, staff productivity, revenue of the organisation, the management needs to perform different business performance check so the areas where in fact the improvements are needed can be work it out. To be able to improve those areas the organisation has to build up some new ideas and policies so the target may be accomplished.
